Alfa Romeo 4C: PH Ad Break

Last week we talked how to advertise fast cars and paid due respect to Audi's straightforward approach. Lots of V10 noise, geeky delight in technology and a wonderfully BS-free approach to showing off what the car can do.

And with the groundswell of excitement brewing about the new 4C Alfa Romeo should have an easy task exploiting that there internet and social media to help keep that anticipation on the boil. Especially with a 4C, a tame racing driver, a track and a healthy filming budget. How hard can it be?

Watch the following (through your hands) and you'll see. The set-up is Marc Gene in a 4C patrolling the streets trying to tempt people to ride alongside him. Which could have come across as more than a bit creepy if they'd done the normal thing and had him pick up a young lady. Step up our 'volunteer' Jose.

Who's certainly enthusiastic about the ride. Indeed, at times he seems to be having a bit of a moment, confessing that he's 'freaking out' whilst apparently stuck in traffic. No way Jose, etc.

Subsequent track footage is fleeting and, frankly, a bit rubbish, and clearly the producers had a moment of doubt about the vaguely homoerotic undertones. So decided to deal with that particular issue with sledgehammer subtly and some, cough, hired help. Implied, at least.

Thankfully if you want a bit of 4C footage minus the baloney this 'making of' film is much more interesting, if literally just footage of people bolting/glueing/etc a 4C together. And then perving over it with white gloves on.

 

Marc Gene goes on the pull
 

4C making of film